In a new paper titled, "Closing the Marketing Capabilities Gap," Wharton professor George Day addresses the gap between the demands of markets and the ability of firms, especially their marketing functions, to meet those demands. Such a gap, he points out, is "costing firms profitability now and competitiveness in the future." Using Day's paper -- and also a new IBM study -- Day and colleague David Reibstein talked with Knowledge@Wharton about the growing flood of data, new knowledge sharing technology, the socially networked and ever demanding consumer, and how some companies are successfully building their customer base, among other topics.
